Seven Technology Trends that are Changing Marketing and the CMO

Damon  Gjording  

damon.gjording@nordstrom.com  

76% - Marketing has changed more in the past two years than the previous half-century

Adobe Report

1,000 marketers polled in Aug & Sept, 2013 by ResearchNow

By 2017 marketing departments will spend more on technology tools and services than their IT brethren.

Gartner prediction

Marketing

IT

So3ware  has  become  how  marke9ng  sees  and  touches  the  world.  

Marketing Technology Landscape

1 Facial Recognition

Facial recognition SaaS offerings APIs for marketing analytics

Social Email

Reviews

Store Interactions

Pictures

2 Perspectives: Profiles & Preferences

Old: Marketing interrupted

New: Be on the terms of customers

Brands will find me……

Every open. Every click. Every page view and purchase.

What are customers doing on your website? Which pages are they visiting? Which links are they clicking? What are they doing in your app? What are they purchasing? When do they read their emails? How are they interacting on social media?

3 Wearable

Wearable technology market will ship at least 10 million units in 2014, 100+ million by 2020

- Deloitte

Behaviors Preferences Tolerances Threshold for content Immediate needs

Quality, long-term relationships

4 Data Lakes & Experimentation

Fluid. Take what you want – personal perspective Raw data remains in the lake - multiple perspectives are possible Everyone does not have to agree Everyone can get their perspectives

5 Automation: Triggers

6 Personalization

41% of consumer buy more from retailers who send personalized emails based on

"There  is  nothing  more  important  for  us  than  to  be  able  to  predict  [customer  response]  when  we  launch  a  new  ini9a9ve,  a  new  brand,  a  new  product,  a  new  packaging."  He  thinks  P&G  can  monitor  online  reac9on  to  predict  in-­‐store  sales  well  before  sales  data  comes  in.  "We  haven't  cracked  this  nut  yet.  I  believe  this  is  the  next  stage  of  breakthrough  opportunity."    

Proctor  &  Gamble  CIO  Filippo  Passerini  

7 Content Automation

Marketing

IT

Commonality

•  Love new technology •  Think big •  Deliver results without the budgets they

should have •  Believe in the future of digital

•  conflicting to coping to commingling to collaborating to creating.

Marketing’s perceptions of IT:

IT is the department of “no.”

IT doesn’t speak marketing’s language.

IT doesn’t understand the need for

speed.

IT isn’t concerned with the customer.

Mastering  Customer  Data—A  CIO  Impera5ve,  Forrester  Research  July  2011  

IT’s perceptions of marketing:

Marketing is spin.

Marketers don’t care about

integration.

Mastering  Customer  Data—A  CIO  Impera5ve,  Forrester  Research  July  2011  

Shift of People & CMO

•  Agile today vs long term planning •  Quantitatively minded •  Master of all trades

Bringing them together

•  Leverage products across the enterprise •  Standardize to bridge the gap – start with

analytics •  Deep Stack Teams - Designers that were

focused on branding and user experience, for example, now required to know how to code, while coders were expected to know best practices in user-experience design

Seven trends: Facial Perspectives Wearable Data Lakes Automation - Trigger Personalization Content Automation